40 Reasons Video Will Be Essential in Ecommerce Marketing in 2017

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Miljana Mitic is VP of Marketing at Goodvidio where she works with ecommerce and marketing influencers to raise awareness about visual commerce as the next step in the evolution of ecommerce merchandising. Miljana has a PhD in social media marketing from The University of Sheffield. She has experience in content marketing and social media marketing, working for B2B brands in hospitality and SaaS industries. She writes about visual marketing, user-generated content, and video for ecommerce.

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Miljana Mitic, VP Marketing of Goodvidio, shares insights about the growing importance of video content for ecommerce marketing, reflecting on the 40 stats about video trends in ecommerce, from the soaring popularity of product-related UGC on YouTube, to why videos matter for mobile shoppers

It’s been already fours years since “selfie” was proclaimed as the Oxford Dictionary’s word of the year. “Emojis”,“gifs”, and “memes” have become somewhat of a norm in B2C marketing, used unapologetically by brands that want to say to younger audiences they’re still relevant and hip. What do these terms have in common? They’re all essentially visual content.

It’s no secret that visuals reign social media. They’re the key ingredient behind the success of Instagram, Snapchat, YouTube, and Pinterest. What’s interesting is how consumers’ insatiable appetite for visual content affects other aspects of their digital lives, such as online shopping. Ecommerce is placing high bets on visual content to drive shopper engagement and sales, with video as a top priority.

Video content will be one of the top priorities for ecommerce in 2017 - here are some key indicators of this trend.

Video helps drive traffic and purchases in ecommerce

Number one issue in ecommerce is generating traffic to the site and then converting visitors into paying customers. Data suggests that having videos on a site can bring 157% increase in organic traffic from search engines. According to Goodvidio, when a video is placed directly on a product detail page, visitor engagement rises 340%. What’s more interesting, visitors feel 85% more likely to purchase if they’re exposed to video content.

Millennials rely on video when shopping online

Consumers aged 18-34 are especially predisposed to factor-in the influence of videos on their shopping decisions. According to Animoto, 4 in 5 millennials find videos helpful when researching what to buy online, and 1 in 3 say their purchases are directly attributed to watching videos.

Look at Gen C for video trends you can use in ecommerce

You’ve heard of the term social media influencer, but have you heard of Gen C? It’s a growing sub-segment of millennial consumers who actively create and share video content on YouTube. Big portion of this content focuses on product review videos and shopping hauls. Gen C are 3.6 times more likely to buy after watching videos on YouTube and 1.8 times more likely to advise others about products and brands. This makes them an indispensable source of trend-setting insights for ecommerce.

Mobile users want video

Creating a frictionless shopping experience for consumers on-the-go is a number one priority for ecommerce retailers in 2017. How do videos fit into this? Over 50% of consumers who watch videos on their mobile devices use videos to guide their shopping. This means that videos should be a part of the mobile commerce strategy for retailers and brands.

Bottomline: Video will be top priority for ecommerce marketing in 2017. For more evidence of this trend, check out these stats in this infographic made by Goodvidio.